10 reasons why email signature branding is important
A company’s brand represents who it is and what it does. After all, your brand is the total of your customers’ perceptions, notions, and experiences. It’s far more than just a logo or graphic. It’s the face, personality, and values expressed by your business.
So, branding must be used and displayed properly in every possible medium, including corporate email.
Why is email signature branding important?
Corporate email is often a channel where branding gets forgotten about, despite being the most common business communication method. Consistent branding is essential, and conforming to brand guidelines impacts the design of your email signature: from your company logo to the color palette and font size.
These need to blend with the rest of the signature design, like the contact information, display banners, social media icons, and the actual contents of the email to make an impact. You’ll also likely need to include a legal disclaimer under the primary signature in line with brand guidelines.
Here are ten key reasons why email signature branding matters for a company’s identity.
1. Promoting recognition
People prefer to do business with companies they’re familiar with. If your corporate branding is consistent and easy to recognize, it helps people feel more at ease purchasing your products or services.
Conforming to brand guidelines is essential when designing a professional email signature. Your company logo and brand colors are what inform the overall design. Using your company’s guidelines will ensure your brand is always presented well.
2. Sets you apart from the competition
Standing out from the crowd is critical today, especially over email. Many companies are no longer competing just on a local stage but within a global economy. This means you need to make sure you stand out from thousands or potentially millions of similar organizations around the world.
In the context of email, your brand needs to stand out in crowded inboxes. A polished email that conforms to your brand guidelines has a much higher chance of doing so.
3. Tells people about your mission and values
Your whole brand experience, like the visual elements of your logo, tells customers what kind of company you are. It’s important that everything you do reflects your brand.
Branded email signatures do this whenever someone sends an external email from your organization.
4. Provides motivation and direction for your employees
A clear brand strategy provides the clarity your staff needs to succeed. It tells them how to meet your organization’s goals and act as brand representatives.
Giving all employees an internal email signature or different templates for different responses helps them achieve this.
5. Generating referrals
When someone has a great experience with a brand, they love to tell others. According to Adweek, 76% of people say they’re more likely to trust content shared by “normal” people. This makes your brand advocates one of the most credible forms of advertising. Brand advocates share your message with natural passion.
When using professionally branded email signatures, you can take advantage of the high visibility of the email signature touchpoint. The information provided with a targeted message naturally generates referrals without interrupting an email conversation.
6. Helps customers know what to expect
A consistent and clear brand lets customers know what to expect when interacting with a company. There’s no uncertainty, which is vital.
Branded email signatures create a sense of trust. If an email recipient recognizes your brand, they’re more likely to reply or engage.
7. Represents you and your promise to your customer
Your brand represents your company across everything — your staff, marketing materials, and corporate email signatures. Your brand needs to be clear regarding what you’ll be delivering to customers. It also needs to state what it says about you as an organization.
Not using consistently branded email signatures can hurt a company’s reputation. It’s an easy fix, but one that can really boost the impact of your brand.
8. Create clarity and stay focused
Moving away from your original goals and plans is surprisingly easy. That’s why a clear brand strategy is designed to keep a company’s vision as focused as possible.
Being strategic with your brand will guide your marketing efforts. This includes using email signatures to present your brand consistently in corporate emails.
9. Connect with your customers emotionally
A good brand connects on an emotional level, making customers feel positive when they interact with the brand. The strongest brands make people feel good on an emotional level.
When this branding is presented repeatedly over corporate email, the recognition created helps build these positive emotions.
10. Provides your business value
A strong brand provides value to an organization far beyond its product or service. The most famous brands like Microsoft and Google aren’t just about what they sell; their value goes far beyond that.
The importance of email signature branding can’t be underestimated. To create a strong brand, employees should use an email signature design in keeping with the company’s brand on every email they send.
However, without an email signature management policy in place, presenting consistently branded email signatures is almost impossible. Creating one will enable:
Employees to use corporate email signature branding over the ones they create themselves
Signatures on both mobile devices and desktops rendering properly
Email clients will display email signature branding consistently
Marketing campaigns can be run effectively through email signatures
And updates will be quick and easy to manage at a corporate level
That’s why many companies deploy a third-party email signature management solution to ensure consistent email signature branding on all devices.